PROJECT 1.1
"BRAND GENETICS"
GUCCI - WEARABLE X - GREENCOPPER
In the first phase, we have to select 3 companies to research and define the genes, norms and memes. Furthermore, analysing identities, ideas, and unique characteristics of the brands. Accumulate, in drawing, photo montage, and inventory of each candidate's genetic composition.
-GUCCI-
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Gucci is a high end fashion house, founded in 1921 by Guccio Gucci. Starting from produce leather goods for horse back rider. Gucci is in the parent brand 'Kering', a high end brand conglomerate. The slogan of the company is "Quality is remembered long after the price is forgotten which shows an idea of the best product. The style of Gucci is 'Timeless' but bring characteristic of old style accompanied by orientalist adapt to new fashion. Gucci also has unique illustration which is a new way of advertising. This plate illustrated illustration of Gucci from the runways from the late 80s till present. The genes of Gucci are red&green strip, embroidery, floral&organic form, double-G pattern. Characteristic of Gucci can be describe as cool, fun, classic, romantic and at the same time, luxury.
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I decide to choose "LIL PUMP", an american rapper who sing and compose the song "Gucci Gang". He embody himself by the huge group of Gucci elements, but the contradiction is, he's not endorse by Gucci. The reason that I selected him is because he's an aspect of people who wearing Gucci which is the high end brand that trying to approach street fashion target group, new group of customer instead of people from high society. I describe him as new icon character of Gucci.
-WEARABLE X-
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Wearable X stand for 'Fashion x Technology', which the brand itself is fashion tech brand began in 2013. The brand idea is bringing technology in Fashion innovate new experiences of using their product. Each suit of Wearable x has vibrate spots (represent by pink spots on the plate) that guide user to do different activity connected with application on the smartphone. For Example, the middle one, Fundawear is the world’s first wearable technology which allows personal touch to be transferred from a smartphone app to a partner anywhere in the world. Designed in partnership with Havas and Durex, Fundawear combines existing and new technologies to create a brand new way of transferring touch wirelessly over vast distances. Fundawear takes touch input from one partner via their touch screen smartphone and sends these signals across the Internet via a special real-time server to their partners’ touch screen device. From here it is transferred to the Fundawear garment where the touch sensation is recreated on the skin. This all happens in a split second so the experience is very natural. Fundawear allows couples to tease, tickle and tantalise even when they are apart.
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Skin, is my chosen material for this brand. The skin potential is can receive vibration, pressure, touch, pain and hot/cold sensation by each spot. Because of the brand technology, I found interest in artificial skin which use in robot production that help people who have less sensation can feel high degree of sensitivity, while detect pressure and heat.
-GREENCOPPER-
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Greencopper is a company that make an application for various music festival and live events. Helping event organiser combined world's latest innovation and technology in to the events, while providing digital solution and focusing on live events application. The applications from Greencopper contains information, enriched data, engage users and connect users to artists and brand.
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Because of different kind of people joining in different kind of music festival but also have a connection to one another (which represent by pink connecting line) and bringing together by Greencopper's application, so I selecting crowd as a material.
There is a connectivity between 3 of my material which starting from small scale to bigger scale, skin -> character -> and huge group of people.
CONTEXT
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The final plate is an atmospheric representation when Gucci own a music festival, inspired and incorporated by the Greencopper and Wearable X. The large image is a collage inspired by Gucci’s window displays and illustrations, depicting the atmosphere at the music festival which includes oriental architecture, organic forms, live animals (such as tigers), and vintage details inspired by Gucci’s past few runway collections.
The bottom right is an idealistic vision of the people attending the music festival, wearing Gucci clothes in a cage, inspired from Gucci’s window displays.
The bottom left takes ideas from Wearable X, in which its technology will be used in the clothes that the people attending the music festival will wear. Using the brand’s technology, before entering the music fest people will take a personality surveys where they share their interests and favorites. As they enter the music festival the clothes will vibrate (depending on the wearer’s chosen area) when they are near someone with similar interests. This allows people attending the music festival to interact and get to know other people with similar interests at the festival, allowing them to make connections and form relationships.
Overall the plate focuses on the atmosphere and vision of the music festival, which combines ideas from all three brands.
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